Cally Pedersen
CEO at The Sage Agency
Website Address: https://thesageagency.com/
Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week our host speaks with Cally Pedersen from The Sage Agency.
To learn more, check out https://thesageagency.com.
What is the biggest change in the advertising industry that you see coming in the next 2 years?
Specifically for Google Ads, the platform is increasingly relying on machine learning to serve ads to the right audience, automate bidding, and provide automation optimizations.
So, we use AI to target audiences more accurately, predict click-through rate (CTR) and conversions, and guide decisions around campaign creative and messaging.
However, AI still does not know the ins and outs of your business, your goals, the quality of the leads Google is providing, plus many other intricacies that are needed to provide effectiveness (profits) over efficiency.
How is the trend towards streaming television (CTV) impacting your advertising strategies?
My primary expertise is managing Google Ads accounts so they’re profitable.
Google Ads is offering more CTV inventory on Display Ads and extending Google audiences to CTV devices. So, it’s giving my clients more potential reach, if it’s a good fit.
However, I typically only use display ads for remarketing campaigns, which is more the cherry on top, rather than moving the needle for profit returns at this point.
What’s your biggest challenge with attracting and hiring talent in the past 2 years?
Good question, 🙂 I find the most difficulty hiring and working with people who are proactive, communicate on a consistent basis and provide the same high-level of services I offer.
